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Join Razoo for #GivingTuesday 2014! This presentation provides and introduction to Razoo's 2014 #GivingTuesday event, along with a simple strategy for campaign success.
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Introduction to #GivingTuesday 2014
@Razoo Razoo Giving
Tweet about today’s webinar #RazooGT14
Sam Lundquist Creative Director [email protected]
• Introduction to Razoo and #GivingTuesday • Our #GivingTuesday Event • Getting Started on Razoo • Building a Strategy • Wrap-Up and Q&A
Today’s Agenda
Razoo is crowdfunding for causes.Together, we can lift the world.
The market-leading, cause-based
crowdfundingplatform with over 27,000 nonprofits
Over $230 million in donations for
nonprofits, schools, foundations, and corporate giving
Market innovator of Giving Days
that have raisedmore than $120
million
Black Friday… Cyber Monday…
A national day of giving and a movement of generosity
on December 2, 2014
• Began in 2012 with more than 2,500 partners in all 50 states.
• Bill Gates, the White House, the Clinton Foundation, and
numerous socially-conscious celebrities publicly supported
#GivingTuesday on their blogs and social media channels.
• #GivingTuesday mentions on NPR, CBS, ABC, USA Today, the
Huffington Post, Forbes, the Washington Post and the LA Times.
A Little History
The Partners
• In 2013, the movement had 300 million Facebook impressions.
The #GivingTuesday hashtag reached 2 billion people and was
tweeted as much as 700 times/minute, resulting in national
and international trending.
• The average online gift in 2013 was $140.05, a 40% increase
over 2012.
The Numbers
In 2013, Razoo’s #GivingTuesday Giving Event raised
$1,141,097With your help we can make 2014
an even more generous year.
A 24-Hour Giving Day on December 2, 2014
from 12:00am - 12:00pm EST
A Giving Day on Razoo24 hours of online fundraising
that unites communities and causes through common goals and friendly competition
Why Giving Days?
Acquire New
Donors
Prizes And
Incentives
Boost End-Of-Year
Giving
Engage Your
Supporters
New for 2014
PayPal MatchingPayPal will match 1% of all
donations made through
PayPal processing. It just
takes one-click at check-out.
Prizes & Incentives• $25,000 from Razoo Foundation • Nonprofits (Dollars Raised) • Top Fundraisers (Most Donors) • Golden Tickets • Power Hours • Grassroots Fundraising
New for 2014
Donation BoosterDonors can now cover all
fees for their donations.
That means nonprofits get
even more back.
Why Razoo?
Expert On
Causes
Focused On You
Back Office
Management
Tax Deductible Donations
Get Started on Razoo
Claim Your Organization
Create Your Page
Build Your Strategy3
Get Started on Razoo
1 2
Claim Your Organization
Claim Your Organization
• A short form will grant you access to your Razoo nonprofit page.
• 1-2 day turnaround
• Our customer support team will contact you with any additional questions.
Visit razoo.com/nonprofits
Create Your Page
Create Your Page
• Make sure you’re logged in
• Click Get Started >Start a Fundraiser
Visit givingtuesday.razoo.com
Include “#GivingTuesday 2014”
in the title of your fundraiser
Create Your Page
Fundraiser Name
Image/Video Gallery
Social Sharing
Fundraiser Summary & Story
Donation Goals
Donation Levels
Admin Panel
Admin Panel
Create Your Page
• Tell the story of how your nonprofit meets needs in your community
Tell Your Story1
• Highlight the value of a donor’s investment with suggested donation amounts
• Use descriptors that tell a donor what their money will be used for after the event
Set Your Goals2
Create Your Page
• Show your nonprofit at work with images and video
• Use captions to further tell your story
• Upload videos from YouTube or Vimeo
• Select and Image to be your thumbnail
Images & Video3
Create Your Page
• Thank your donors twice as often as you ask them
• Upload a Thank You Video for a personal touch
• Include a message in your donor’s automatic receipt to create that warm fuzzy feeling of donor engagement
Thank Donors4
Create Your Page
• Spread the word via Social media on the “share” tab
• Ask supports reach out their inner circle of social media friends to support you on the day
• Use QR Codes at live events
Share5
Create Your Page
• An email notification is sent to your user account email when a donation is made
• Click on the “Donations” tab to view donor information and download the report
• Donations are disbursed on the 10th of each month
Donations6
Create Your Page
• Display a dollar-for-dollar matching grant on your page
• The match does not need to be verified through Razoo
• The matching grant icon will appear on your page at midnight of the start date and track the amount left of the grant as donations are made
Matching Grant7
Create Your Page
Create Your Page
Admin Panel
Build Your Strategy
Build Your Strategy
• Create financial and tangible goals • Total donations • New donors • New outreach strategies • Special Events • Matching Grants
!
• Develop a step-by-step schedule to achieve these goals
Set Goals
Build Your Strategy
• Try something new and experiment !
• Fundraise with your personality !
• Provide a reason to come back / competition !
• Connect online and offline withthe actual work you do
Be Creative
Build Your Strategy
• Utilize your most engaged supporters to fundraise for you !
• Profile your database to pull the most engaged in terms of interactions and social media
!
• Equip ambassadors with the tools to promote !
• Set individual ambassador goals
Identify Your Ambassadors
Build Your Strategy
• Use segments and conditional content. The last thing you want is generic messaging !
• Create an email schedule that incorporates #GivingTuesday with your end-of-year fundraising appeals !
• Use multiple channels, including social media, email, video, and live events
Communicating the Campaign
Build Your Strategy
• Be Personal • Send to individuals • Make phone calls
• Be Relational • Tell stories • Make a connection
• Be Specific • Provide examples of past work • Explain future plans
Communicating the Campaign
Build Your Strategy
Secure pledges ONE WEEK before the campaign
Communicating the Campaign: The Week Before
Build Your Strategy
• Send 3 main e-mails • “GivingTuesday is here!” • Fundraising progress and prize incentives • Reason to give again and social sharing
!
• Be on the ground • Invite people in for an open house or happy hour • Go to where the people are with iPads and mobile
Communicating the Campaign: On #GivingTuesday
Build Your Strategy
• Create a manufactured viral campaign for #GivingTuesday
• This is where your ambassadors come in
• Leverage your ambassadors and put them to work on social media
• Ambassadors push the campaign and ultimately do the legwork for you
• After donors give: First, thank them, then convert them to ambassadors
Communicating the Campaign: On #GivingTuesday
Build Your Strategy
• Thank in real-time • Use social media for shout outs • Send follow-up e-mails
• For New Donors • Create a welcome series • Survey • Don’t bombard!
• For Your Ambassadors • Include them in a special event • Acknowledge them in a newsletter • Feature them on your blog/website
Communicating the Campaign: Thank Your Donors
Build Your Strategy
• Follow-up 2-5 days after the event • Physical notes to top donors • Make phone calls
• Long-term • Provide ways for donors to receive updates • Let them know the end results
Communicating the Campaign: Follow Up
Build Your Strategy
• Online fundraising does not replace traditional fundraising. It expands impact and donor base.
• It is not one size fits all. Some strategies may work for your NPO, others not so much.
• It is not an overnight success story. Commit the time needed to your online campaign.
Keeping It Real
• A monetary goal is not always the only goal. Awareness, volunteerism, followers, likes, conversation, lessons learned all have value.
• You will raise more money online than you think! Commit to the challenge!
Build Your Strategy
Be Specific
1
Fundraisers do better when they are tied to
a specific campaign, initiative,
or project.
Be Savvy
2
Use all of the tools at your disposal. Pages with high quality images/
video are 2x likely to reach their goal.
Be Encouraging
3
Make your best donors and partners feel
special. They’re your best channel to quick growth.
Be Connected
4
Use your donor data to stay in
touch with your network during and
after your fundraiser.
Be Creative
5
Don’t get stuck doing the same old things. New ideas (Twitter, YouTube,
live events) can reach new donors.
Our Top 5 Tips
Get Started Today!
Claim Your Organization
Create Your Page
Build Your Strategy31 2
Upcoming Events
2nd Intro WebinarTuesday, 10/21 at 2PM EST Let your nonprofit colleagues
and partners know they can
get started. Contact
more information
Prize StructureWe’re finalizing our prize
structure and partners now.
More information is coming
soon so you can plan the
best strategy for your
organization.
ResourcesEmail templates, social media
posts, and images to help
make your day a success.
These will be available on
givingtuesday.razoo.com
soon.
Good Luck on #GivingTuesday!
Got questions? [email protected] us at givingtuesday.razoo.com